Crimson Hotel Filinvest City, one of Alabang’s most recognized hotels, was officially rebranded as Quest Plus Conference Center Manila in late 2025 — a move that changed the property’s name but not its corporate ownership. Announced on October 28 by Chroma Hospitality, the transition signals a strategic repositioning within Filinvest City rather than a sale of the asset. This article traces the rebranding, clarifies who owns the property, and explains what the change means for travelers researching the area.

Last checked: 2026-07-01

Current name: Quest Plus Conference Center Manila (formerly Crimson Hotel Filinvest City) · Address: 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa · Star rating: 5-star · Owner: Filinvest

How we researched this guide

Last checked: 2026-07-01.

Sources reviewed: Official property and corporate websites (Chroma Hospitality, Filinvest Group, Filinvest Hospitality Corporation), news coverage (Manila Bulletin, PhilSTAR Property Report), Wikipedia, professional commentary (LinkedIn), and social media announcements (Instagram).

No on-site visit, no staff interview, and no independent verification of ownership details beyond publicly available corporate disclosures and media reports.

Verified snapshot: Crimson Hotel Manila rebranding

1 Rebranding announcement
  • Chroma Hospitality announced on October 28, 2025 that Crimson Hotel Filinvest City, Manila would transform into Quest Plus Conference Center Manila. (Manila Bulletin)
2 Corporate ownership
  • Filinvest Development Corporation owns the Crimson and Quest brands. Chroma Hospitality, a subsidiary under Filinvest Hospitality Corporation, operates them. (Filinvest Group)
3 Property address
  • 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa — the same address under both the Crimson and Quest Plus names. (Chroma Hospitality)

Crimson is positioned as a 5‑star luxury brand; Quest is positioned as a 3‑star value brand. Quest Plus Conference Center Manila is a conference‑focused variant within the Quest family.

Key facts at a glance: Crimson Hotel Manila / Quest Plus Conference Center Manila
Attribute Details
Current name Quest Plus Conference Center Manila (formerly Crimson Hotel Filinvest City)
Address 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa
Star rating 5‑star
Owner Filinvest Development Corporation
Operator Chroma Hospitality (subsidiary of Filinvest Hospitality Corporation)
Rebranding announced October 28, 2025
New name Quest Plus Conference Center Manila
Crimson properties remaining Crimson Resort & Spa Mactan (Cebu) and Crimson Hotel Boracay

What happened to Crimson Hotel?

The rebranding announcement

On October 28, 2025, Chroma Hospitality publicly announced that the property operating as Crimson Hotel Filinvest City, Manila would be rebranded as Quest Plus Conference Center Manila. The announcement framed the change as a “refreshed identity” promising “more comfort, more connections, and more reasons to stay in the South.” PhilSTAR Property Report and the Philippine Hotel Owners Association amplified the news, describing it as a refresh of Alabang’s hospitality landscape rather than a closure or sale (PhilSTAR Property via Facebook).

Timeline of events

The rebranding was effective from the announcement date. Coverage by the Manila Bulletin on November 4, 2025 reiterated that the hotel’s identity had officially shifted. Social media posts from a Filinvest-affiliated Instagram account invited guests to review FAQs about the transition (Instagram announcement). Local blogger Carlo Carrasco also confirmed the October 28 announcement date, consistent with the corporate and media timeline (Carlo Carrasco).

The bottom line: The rebranding was a strategic corporate decision, publicly announced in late October 2025, with no interruption to operations.

Note on the “new ownership” question: Some social media discussions in Alabang community groups have described the property as being under “new ownership and name.” However, corporate disclosures from Filinvest and Chroma indicate that Filinvest Development Corporation continues to own the asset. The shift appears to be a brand repositioning, not a change in the underlying property owner.

Who owns Crimson Hotel in the Philippines?

Filinvest as the parent company

Filinvest Development Corporation, a publicly listed holding company controlled by the Gotianun family, owns the hotel brands Crimson and Quest. The corporation’s hospitality arm, Filinvest Hospitality Corporation, oversees properties including the one at Filinvest City, Alabang (Filinvest Hospitality Corporation). Chroma Hospitality, a subsidiary under Filinvest Hospitality Corporation, operates the day-to-day management of both the Crimson and Quest brand portfolios.

Key executives and corporate structure

Jonathan Gotianun is a key figure within the Filinvest group. Mark Hoplamazian, CEO of Hyatt, has been associated with the property in some search-related contexts but is not directly involved with Filinvest’s hospitality operations. The corporate chain is: Filinvest Development Corporation → Filinvest Hospitality Corporation → Chroma Hospitality → individual hotel properties (Wikipedia – Filinvest).

What this means: Ownership of the Alabang property did not change during the rebranding. Filinvest retains both the real estate and the brand rights.

What is the new name of Crimson Hotel?

Quest Plus Conference Center Manila

The former Crimson Hotel Filinvest City now operates as Quest Plus Conference Center Manila. The name incorporates “Quest Plus,” a sub‑brand within the Quest family that emphasizes conference and event facilities. The hotel’s official address — 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa — remains unchanged.

Relationship with the Quest Hotels & Resorts brand

Quest is one of two homegrown hotel brands owned by Filinvest and operated by Chroma Hospitality. According to the company’s brand narrative, Crimson targets the 5‑star luxury segment, while Quest is positioned as a 3‑star value brand. Quest Plus Conference Center Manila represents a higher‑value, conference‑focused variant within the Quest family. Other Quest properties operate in Cebu, Clark, and Tagaytay; Crimson resorts remain in Mactan and Boracay.

The implication: The Alabang property moved from a pure‑luxury Crimson positioning to a value‑plus, conference‑oriented Quest identity — a significant change in target market.

“Crimson Hotel Filinvest City, Manila officially transforms into Quest Plus Conference Center, Manila.”

— Chroma Hospitality announcement, reported by Manila Bulletin

Why did Crimson Hotel change its name?

Strategic alignment with the Quest brand

Filinvest and Chroma Hospitality have not published an explicit, single‑paragraph explanation for the rebranding. However, industry analysis and corporate context suggest two drivers. First, the Quest brand, originally a value‑oriented chain, may benefit from a “Plus” variant that captures business and conference demand in Alabang’s corporate corridor. Second, the move aligns the Alabang property with the broader Quest portfolio rather than maintaining it as an outlier Crimson asset in a city setting, given that Crimson’s other locations are resort‑oriented (Mactan, Boracay).

Market positioning in Filinvest City

A LinkedIn commentary by Filinvest‑affiliated broker Aremchel Cruzado describes the decision as “more than just a name change — it’s a massive confidence booster for every property investor in the area” (LinkedIn – Aremchel Cruzado). This frames the rebranding as a signal of Filinvest’s commitment to developing Filinvest City’s hospitality infrastructure. Real estate and tourism coverage by PhilSTAR similarly positioned the change as a refresh rather than a retreat, suggesting the new brand may better suit the conference‑oriented demand patterns of southern Metro Manila.

What to watch: If the Quest Plus format proves successful in Alabang, similar rebrandings of other Filinvest‑owned properties may follow.

Caveat: No official Filinvest investor filing or press release explicitly states the financial rationale for the rebranding. The motivations described above are inferred from brand positioning statements and market commentary.

Specifications: Crimson Hotel Manila / Quest Plus Conference Center Manila

Detailed property specifications
Specification Details
Former name Crimson Hotel Filinvest City, Manila
Current name Quest Plus Conference Center Manila
Address 2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa
Star rating 5‑star
Owner Filinvest Development Corporation
Operator Chroma Hospitality (Filinvest Hospitality Corporation subsidiary)
Rebranding announcement date October 28, 2025
New brand family Quest Hotels & Resorts (Quest Plus sub‑brand)
Previous brand family Crimson Hotels & Resorts
Crimson properties still operating Crimson Resort & Spa Mactan, Cebu; Crimson Hotel Boracay

Pros and cons: Crimson Hotel Manila rebranding

The following assessment reflects the property’s current positioning as Quest Plus Conference Center Manila, based on publicly available information and industry context.

What the rebranding brings

  • Conference‑focused facilities: The “Plus” designation signals enhanced meeting and event spaces, suited for business travelers in Alabang’s corporate district.
  • Brand alignment: The property now sits within a consistent portfolio (Quest) alongside properties in Cebu, Clark, and Tagaytay, simplifying corporate booking.
  • No change in ownership or address: Guests familiar with the Crimson location at Entrata Urban Complex will find the same physical asset and the same Filinvest corporate backing.
  • Preserved 5‑star rating: The hotel continues to be classified as a 5‑star property, retaining the physical infrastructure of the original Crimson build.

What travelers may need to weigh

  • Brand confusion: Former Crimson guests may not immediately recognize the Quest Plus name, leading to uncertainty about service standards and amenities.
  • Repositioning risk: The shift from a 5‑star luxury brand (Crimson) to a value‑oriented brand (Quest) may signal a change in pricing, service style, or target clientele.
  • Limited information on upgrades: No official data on capital improvements or renovations accompanying the rebranding has been published.
  • Reduced luxury cachet: Travelers specifically seeking a “Crimson” luxury experience in Manila no longer have that option in Alabang.

Alternatives in the Filinvest portfolio

For travelers researching the Alabang property, two other Crimson resorts offer a direct comparison within the same ownership group.

Comparable Filinvest‑owned properties
Property name Location Star rating Current brand Key feature
Crimson Hotel Filinvest City (Manila) Alabang, Muntinlupa 5‑star Now Quest Plus Conference Center Manila Urban conference‑focused hotel in Filinvest City
Crimson Resort & Spa Mactan Mactan Island, Cebu 5‑star Crimson Beachfront luxury resort with spa
Crimson Hotel Boracay Boracay Island 5‑star Crimson Beachfront resort on White Beach

Crimson Resort & Spa Mactan and Crimson Hotel Boracay continue to operate under the Crimson brand, maintaining the 5‑star luxury positioning that the Alabang property has now left behind. Travelers who value the Crimson name and its service standards can still find it at those two resort destinations. Within the Quest family, Quest Plus Conference Center Manila is the most conference‑oriented property, while other Quest hotels in Cebu, Clark, and Tagaytay serve more traditional value‑segment roles.

Our recommendation for travelers

For travelers wanting a full‑service hotel in southern Metro Manila: Quest Plus Conference Center Manila offers the same Filinvest‑backed infrastructure, 5‑star rating, and central Alabang location that Crimson guests knew, now with an explicit conference and events focus. It is a practical choice for business travelers and event attendees who value proximity to Filinvest City’s corporate offices.

For business travelers seeking Alabang proximity: The hotel’s address at 2609 Civic Drive, Entrata Urban Complex, places it within walking distance of many corporate headquarters in Filinvest City. The Quest Plus conference facilities may better serve meeting‑heavy itineraries than the former Crimson luxury setup.

For former Crimson guests curious about the rebranding: If the Crimson brand equity matters more than the location, consider the remaining Crimson resorts in Mactan or Boracay. If the Alabang location is non‑negotiable, the property still operates at 5‑star standards under the Quest Plus name, with continuity in ownership and staffing from Filinvest and Chroma Hospitality.

The bottom line: For former Crimson guests curious about the rebranding: If the Crimson brand equity matters more than the location, consider the remaining Crimson resorts in Mactan or Boracay. If the Alabang location is non‑negotiable, the property still operates at 5‑star standards under the Quest Plus name, with continuity in ownership and staffing from Filinvest and Chroma Hospitality.

Location overview

The property is situated at 2609 Civic Drive, within the Entrata Urban Complex, a mixed‑use development in Filinvest City, Alabang, Muntinlupa.

Additional sources

reddit.com, forbes.com, facebook.com

For travelers considering the brand’s other properties, a Crimson Boracay review offers insight into the resort’s pricing and amenities.

Frequently asked questions about Crimson Hotel Manila

What is the address of Crimson Hotel Manila?

2609 Civic Drive, Entrata Urban Complex, Filinvest City, Alabang, Muntinlupa. This address has not changed following the rebranding to Quest Plus Conference Center Manila.

What is the new name of Crimson Hotel Manila?

It is now Quest Plus Conference Center Manila, announced on October 28, 2025 by Chroma Hospitality.

Who owns Crimson Hotel?

Filinvest Development Corporation, a publicly listed holding company controlled by the Gotianun family, owns the property. Chroma Hospitality, a subsidiary of Filinvest Hospitality Corporation, operates it.

Does Crimson Hotel have a branch in Boracay?

Yes. Crimson Hotel Boracay continues to operate under the Crimson brand on Boracay Island, along with Crimson Resort & Spa Mactan in Cebu.

What is the star rating of Crimson Hotel Manila?

The property is rated 5‑star, a classification it retains under the Quest Plus Conference Center Manila name.

Is Crimson Hotel still open?

Yes. The property continues to operate under the name Quest Plus Conference Center Manila with no announced closure period.

How many Crimson properties are there in the Philippines?

Two: Crimson Resort & Spa Mactan (Cebu) and Crimson Hotel Boracay. The former Alabang property is now under the Quest Plus brand.

The bottom line: Two: Crimson Resort & Spa Mactan (Cebu) and Crimson Hotel Boracay. The former Alabang property is now under the Quest Plus brand.